GARAGE CONCERTS by Lola Madrid for Monkey Week

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GARAGE CONCERTS

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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market Spain
Agency Lola Madrid
Executive Creative Director Jorge Lopez Navarrete, Chacho Puebla
Art Director Paulo Areas
Copywriter Francisco Cassis
Illustrator Bruno Nakano
Released August 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: MONKEY WEEK
Product/Service: INDEPENDENT MUSIC FESTIVAL
Agency: LOLA/LOWE & PARTNERS
Executive Creative Director: Chacho Puebla (Lola/Lowe & Partners)
Executive Creative Director: Jorge López (Lola/Lowe & Partners)
Creative Director: Francisco Cassis (Lola/Lowe & Partners)
Creative Director: Paulo Areas (Lola/Lowe & Partners)
Copywriter: Francisco Cassis (Lola/Lowe & Partners)
Art Director: Paulo Areas (Lola/Lowe & Partners)
Illustrator: Bruno Nakano (Lola/Lowe & Partners)
Creative Advisor: Tura (Lola/Lowe & Partners)
Media placement: Outdoor - Garage doors - April

Describe the objective of the promotion.
Monkey Week is the only truly independent music festival in Spain: it’s the place where all new bands begin.

We wanted to create a promotional activity that made young people realize this.

Describe how the promotion developed from concept to implementation.
Garage Concerts: a series of indie concerts projected on garage doors around Madrid and Barcelona.

We built a set that looked like a garage and we shot bands playing garage gigs.

In a guerrilla style, we got a van, a good projector and some loud speakers and we gave our concerts in bohemian neighbourhoods, where most clubs and bars are located and young people gather on the weekends.

The concerts featured well-known bands that once were unknown and that played for the first time at Monkey Week, giving credibility and relevance to our concept: Monkey Week. Where it all begins.

Explain why the method of promotion was most relevant to the product or service.
The concerts featured well-known bands that once were unknown and that played for the first time at Monkey Week, giving credibility and relevance to our concept: Monkey Week. Where it all begins.

For a younger audience that is always looking for the next big thing, this was extremely relevant. We proved that the festival is the catapult for small bands and the best place to discover what's going to be cool in the next years.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The presales of the festival rose by 26% and the new bands requesting a performance tripled from last year.
The press also noticed, giving the Monkey Week’s Garage Concerts the same coverage as any music event.
And of course, the idea spread rapidly through social networks, music blogs and blah blah blah. You know!